Burton Acquires DNA Distribution
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Well the rumors are true…
DNA Distribution, which includes skateboarding brands Alien Workshop, Habitat and Reflex, today announced that the company has been acquired by Burton.
“Through surfing and snowboarding we have learned that hardgoods arethe foundation of all boardsports, and with the addition of DNA to ourfamily, we are on our way to delivering skaters what they want and expect,”says Jake Burton, Founder and Chairman of Burton. “As with Al Merrick andthe crew at Channel Islands, the relationship with Chris, Mike and Joe atDNA has been a natural fit right from the start. Everyone around here iscommitted to growing Burton into a true boardsports company, so I amconfident that we can provide a home where DNA and their team of skaterscan build upon what they have already excelled at in the skate industry.”
I think the only thing Burton have learned is that surfing and snowboarding don’t have any credibility anymore but there’s still a shit load of money to be made in skateboarding.
Billabong killed Element, Quiksilver killed DC and now I’ll assume Burton will kill Alien Workshop & Habitat.
You can read the rest of the good news here
Tags: Alien Workshop, Burton Snowboards, Habitat Skateboards